Barely There - Brand Design Intensive
A lip gloss brand that’s soft, shiny, and seriously self-assured.
Barely There is a bold little beauty brand that ditches the full-face façade and goes all-in on subtle confidence and organic glow.
Identifying the problem
Most makeup brands push perfection. They promise transformation, cover-ups, and 10-step routines that scream “you, but better.” Barely There isn’t about that life.
This brand is for the girls, theys, and everyone else who wants to feel confident without caking it on. It’s minimal, it’s organic, and it’s got a whole lot of main character energy—even if it’s just lip gloss.
Target audience
Gen Z beauty lovers who are done with heavy glam and into soft, glowy finishes.
People looking for organic, skin-loving products that feel as good as they look.
Shoppers who want their beauty brands to radiate confidence, not pressure.
Qualitative Research
I pulled inspiration from the no-makeup makeup trend, the resurgence of glossy everything, and the cultural shift towards embracing natural beauty. I also tapped into the emotional side—what it feels like to wear something subtle but stunning.
Spoiler: it’s less about looking flawless and more about feeling like yourself, but shinier.
Strategy Development
Barely There might sound like a whisper, but the visuals are anything but forgettable. I created:
A light, airy brand identity with bold, confident energy underneath
A custom mascot that embodies Barely There’s playful-but-proud personality
Packaging design in cute lil’ tins that feel fresh, fun, and different from your typical beauty shelf
The vibe? Soft gloss with a loud message: you’re already enough.
Challenges & Solution
The challenge here was subtlety—how do you design something that looks “barely there” without it fading into the background?
My solution was to keep the palette light and glowy, but ground it in confident typography, cheeky branding, and standout packaging. Barely There doesn’t need to shout—but it still gets noticed.
Here’s how it turned out
Take a look at the final brand design
go from idea soup to “holy sh*t, that’s my brand”
If this project made you feeling something… that’s the power of brand design.
Now imagine what that power could do for your brand. Whether you’ve got a fully-formed brief or just chaos in a Google Doc, I’m here to help you shape it into something scroll-stopping.